Every kiss begins with Kay.

®

ICR XChange
Conference
Wednesday, January 16, 2013

1

Forward Looking Statements &
Other Disclosure Matters
Forward-Looking Statements - This presentation contains statements which are forward-looking statements within the meaning
of the Private Securities Litigation Reform Act of 1995. These statements, based upon management’s beliefs and expectations
as well as on assumptions made by and data currently available to management, appear in a number of places throughout this
presentation and include statements regarding, among other things, our results of operation, financial condition, liquidity,
prospects, growth, strategies and the industry in which Signet operates. The use of the words “expects,” “intends,” “anticipates,”
“estimates,” “predicts,” “believes,” “should,” “potential,” “may,” “forecast,” “objective,” “plan”, or “targets,” and other similar
expressions are intended to identify forward-looking statements. These forward-looking statements are not guarantees of future
performance and are subject to a number of risks and uncertainties, including but not limited to general economic conditions, the
merchandising, pricing and inventory policies followed by the Signet, the reputation of Signet and its brands, the level of
competition in the jewelry sector, the cost and availability of diamonds, gold and other precious metals, regulations relating to
consumer credit, seasonality of Signet’s business and financial market risks, deterioration in consumers’ financial condition,
exchange rate fluctuations, changes in consumer attitudes regarding jewelry, management of social, ethical and environmental
risks, security breaches and other disruptions to Signet’s information technology infrastructure and databases, inadequacy in and
disruptions to internal controls and systems, changes in assumptions used in making accounting estimates relating to such items
as extended service plans and pension, and risks relating to our being a Bermuda corporation.
For a discussion of these and other risks and uncertainties which could cause actual results to differ materially, see the “Risk
Factors” section of the Signet’s Fiscal 2012 Annual Report on Form 10-K filed with the U.S. Securities and Exchange
Commission (the “SEC”) on March 22, 2012. Actual results may differ materially from those anticipated in such forward-looking
statements. Signet undertakes no obligation to update or revise any forward-looking statements to reflect subsequent events or
circumstances, except as required by law.
Non-GAAP Measures - Certain financial measures used during this presentation are considered to be 'non-GAAP financial
measures'. For a reconciliation of these to the most directly comparable GAAP financial measures, please refer to Signet’s
Fiscal 2012 Annual Report on Form 10-K available on Signet’s website, www.signetjewelers.com .

Signet Jewelers

 The leading specialty retail jeweler in US & UK
 Kay #1 jeweler in US, Jared #1 Off mall jeweler in US
 H.Samuel #1 jeweler in UK, Ernest Jones #2 jeweler in UK
 Best in class operating model & strong balance sheet
 Significant growth opportunities
 Market leading advertising and product initiatives
 Leading in technology implementation to drive sales
 Space and distribution channel growth
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Great Results for Holiday Season &
Fiscal 2013
Strong Holiday Season* performance in both sales

and margins

Kay comps +5.8% and Jared comps +4.8% led the way
Driven by sales teams, broad based strength in
merchandising , and advertising

Significant, consistent profit growth

Q4 diluted earnings per share guidance $2.05 - $2.10
increasing 15% - 17%

Fiscal 2013 diluted earnings per share $4.28 - $4.33
increasing 15% - 16%

* = Nine weeks ended December 29, 2012
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#1 Specialty Jeweler US & UK
~90% of profits in US

Kay Jewelers - #1 Jewelry store in US
Sales: ~$1.8B. Stores: 941 in 50 states

Jared The Galleria of Jewelry - #1 US Off-Mall Specialty Jeweler
Sales: ~$1.0B. Stores: 186 in 35 states

H.Samuel - #1 in UK
Sales: ~$389M. Stores: 326

Ernest Jones - #2 in UK
Sales: ~$326M. Stores: 194

Sales for Fiscal 2012; store numbers at October 27, 2012
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Signet’s Mission
“Our mission is to further
enhance Signet’s position as
the market leader in both the
US and the UK specialty retail
jewelry markets by offering a
unique customer experience
and driving customer loyalty.”

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A Great Customer Experience
 Best-in-class, comprehensive
customer service

 Jewelry requires a
knowledge based sales
approach. Therefore we
focus on training and
development of all sales
associates
 Leadership in the application
of technology to sales adds
to the customer experience
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Unique Merchandise Offering
Delights Customers

Merchandise carefully selected, often uniquely designed, of high
quality
Branded & exclusive merchandise creates a unique destination and
powerful selling propositions for sales associates
Supported by national television advertising & extensive digital reach
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#1 in Bridal Sales

 About 50% of sales are bridal related
 Requires high level of customer service & tailored customer
finance programs
 Leading branded diamond programs
 Establishes long term customer relationships
9

Leadership in Advertising Drives Sales
 Everyone knows Every Kiss Begins With Kay ® and He
Went to Jared ®
 Outstanding, creative advertising engages customers
emotionally and drives sales
 Industry-leading share of voice

Every kiss begins with Kay®

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He went to Jared! ®

Distribution Channel & Space
Growth
 In Fiscal 2013 square footage growth in US of 9.4%
 Kay #1 mall jeweler and growth continues
 Rapidly growing power centers & outlet mall

representation
 Jared #1 off mall jeweler
 Continuing to expand store base
 Rapidly growing eCommerce and omnichannel businesses

11

Expansion of Outlet Channel
 Acquisition of Ultra Stores creates

leading position in US outlet channel


$58.4 million in cash, including working
capital adjustment self financed
Sales of ~$140 million annually
107 stores; 33 licensed jewelry
departments

 Immediate goal

Convert majority of Ultra stores to Kay
stores by mid-FY14 to leverage
advertising, build productivity and
create outlet sales growth

 Earnings accretion should begin 4Q14

including acquisition and integration
costs

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Supply Chain Leadership
 Outstanding merchandising systems
 Best in industry inventory control
 Unique merchandising, design innovation and

manufacturing capabilities
 Further developing established vertically integrated
supply capability to enhance competitive strength

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In-house Customer Finance: Enables
Purchase of Jewelry; Builds Customer Loyalty
 Focus on selling jewelry not credit
 About 55% of US business transacted using in-house

credit
 Excellent credit risk management
 Rapid repayment period, typically under a year
 Average outstanding balance of

~$1,000
 Credit customer’s lifetime value
is 3.5x greater
1234 5678 9012 3456

John Doe

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Outlook for Fiscal 2014
 We will continue to drive profitable market share

growth
 Kay and Jared will be the primary growth drivers
 Integrate Ultra Stores by converting to Kay Outlet and

develop outlet channel
 Continue to reinvest and strengthen UK business
 Leverage merchandising, advertising, technology and
supply chain to drive sales
 Continue to focus on our key goal of driving

shareholder returns

15

Proven Market Strength &
Financial Performance
 Market strength enables growth in comparable

store sales
 Proven record of margin protection and growth in
difficult commodity markets
 Excellent cost control while investing in growth
drivers
 Successful capital allocation drives high returns,
growth and shareholder value
 Strong, conservative capital structure

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ICR XChange Conference
Wednesday, January 16, 2013

17